VALUES IN DESIGN:A “HANDS-ON” WORKSHOPAmanda Rotondo, PhDBoston UPA ConferenceMay 25, 2011Where a simple man will ask “is ...
Agenda•  What is Value Centered Design?   •  Values Inherent in all Artifacts   •  Example of Values in UX Design•  Values...
What is Value Centered Design?•  Several methodologies, including Values in Design and Value Sensitive Design•  Critical, ...
What organizations (often) want from UX                             Broader Values            Improvements like:         I...
…but these exist in a larger context                            Broader Values     Cooperation                           A...
Obligatory fatty food metaphor                            Broader Values     Cooperation                           Autonom...
Values Inherent in All Artifacts•  Dictionary.com says…  val!ue noun, verb: Sociology. the ideals,  customs, institutions,...
Examples of Values in UX Design•  Microsoft CodeCOOP •  Prior systems were unsuccessful •  Value Conflicts:   •  Anonymity...
Examples of Values in UX Design•  Medical Records System in Hospital  •  Design goal #1: Patient Privacy  •  Secure but sl...
Examples of Values in UX Design•  Interior Offices – Shedding Light  •  Goal: improve emotional well being in offices    •...
Examples of Values in UX Design•  Josie True & RAPUNSEL •  Researchers concerned with skew in   demographics of kids getti...
Values in Conflict•  Stakeholders’ values may conflict with users’ values•  Identifying value conflicts is 1st step toward...
Common Conflicts in UX•  Privacy vs. Security•  Automation vs. Autonomy•  Anonymity vs. Accountability
Iterative Tripartite VSD Methodology•  Stages    •  Conceptual    •  Empirical    •  Technical    •  (and around again…)  ...
Activity Time!                 Image from Corbis
Let’s “e-Value-ate” Scrabble•  1) What values does Scrabble already encapsulate?•  2) What do these mean?•  3) Do we see a...
Let’s “re-Value-ate” Scrabble•  How can we change it to also/instead advocate:   •  Community   •  Physical well-beingKey ...
Now you try…•  Grab a partner or a few partners (extroverts, this is all you)•  Remember:   •  1) Identify existing values...
Now you try…•  Grab a partner or a few partners (extroverts, this is all you)•  Remember:   •  1) Identify existing values...
Now you try…•  Grab a partner or a few partners (extroverts, this is all you)•  Remember:   •  1) Identify existing values...
The Bottom Line: Values MatterFor Business:•  Values are a brand/product differentiator  •  People consider their own valu...
The Bottom Line: Values MatterFor Designers:•  Understanding audiences on a deeper level  •  Creates invested product cham...
Resources:http://www.envisioningcards.com/http://www.tiltfactor.org/http://www.vsdesign.org/http://depts.washington.edu/vs...
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Values in Design

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Amanda Rotondo's presentation from the 2011 miniUPA conference.

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Values in Design

  1. 1. VALUES IN DESIGN:A “HANDS-ON” WORKSHOPAmanda Rotondo, PhDBoston UPA ConferenceMay 25, 2011Where a simple man will ask “is it good?”, technology asks “will it work?” -Joseph Weizenbaum, 1972
  2. 2. Agenda•  What is Value Centered Design? •  Values Inherent in all Artifacts •  Example of Values in UX Design•  Values in Conflict •  Common conflicts in UX Design•  Methodology •  Iterative Tripartite Methodology •  Envisioning Cards•  Workshop•  Conclusion
  3. 3. What is Value Centered Design?•  Several methodologies, including Values in Design and Value Sensitive Design•  Critical, expansive, proactive•  Focuses on values central to human well being, human dignity, justice, welfare, and human rights•  Requires that we broaden the goals and criteria for judging technological systems to include those that advance human value Images from Corbis
  4. 4. What organizations (often) want from UX Broader Values Improvements like: Increase Task Efficiency Minimize Errors Boost Product Sales Serve Up Most Useful Info Encourage Product Ratings
  5. 5. …but these exist in a larger context Broader Values Cooperation Autonomy Creativity Fulfilling work Considering Children Accountability Improvements Like: Anonymity Increase Task Efficiency Minimize Errors Boost Product Sales Community Serve Up Most Useful Info Encourage Product Ratings Freedom from bias Right to Information Security Creativity
  6. 6. Obligatory fatty food metaphor Broader Values Cooperation Autonomy Creativity Fulfilling work Considering Children Accountability Improvements like: Anonymity Increase Task Efficiency Minimize Errors Boost Product Sales Community Serve Up Most Useful Info Encourage Product Ratings Freedom from bias Right to Information Security Creativity Images from Corbis
  7. 7. Values Inherent in All Artifacts•  Dictionary.com says… val!ue noun, verb: Sociology. the ideals, customs, institutions, etc., of a society toward which the people of the group have an affective regard.(NOT the politicized meaning of “values!”)•  Examples •  Census •  Toys •  Government Budgets•  The “value neutrality of technology” fallacy Images from 1790 Census,http://afww.files.wordpress.com/2011/01/boy-playing-with-toy-gun.jpg
  8. 8. Examples of Values in UX Design•  Microsoft CodeCOOP •  Prior systems were unsuccessful •  Value Conflicts: •  Anonymity vs. Accountability •  Community vs. Self Preservation •  Resolving conflicts boosted adoption •  Privileging value resolution AND organizational change led to adoption •  User-centric design alone couldn’t expose problems in the organizational structure. The jelly was fine but couldn’t have exposed problems in the donut itself. Images from Corbis
  9. 9. Examples of Values in UX Design•  Medical Records System in Hospital •  Design goal #1: Patient Privacy •  Secure but slow login/out procedure •  Login/out circumvented to save time •  Providing Care vs. Security •  Patient care self-perceived value of nurses’ work •  Result: Privacy minimized System, stakeholder, and user values need to be recognized and aligned. Images from Corbis
  10. 10. Examples of Values in UX Design•  Interior Offices – Shedding Light •  Goal: improve emotional well being in offices •  Calming effects of outdoor exposure •  Create Plasma Display solution •  Found reduced psychological stress effects •  Low-level stress recuperation time improved •  Emotional well-being increased (along with other metrics important to business!) Proactive value-based investigations can expose both issues & solutions. Image from Corbis
  11. 11. Examples of Values in UX Design•  Josie True & RAPUNSEL •  Researchers concerned with skew in demographics of kids getting into Math/ Science/Computer fields •  Created games to counter popular notion of what type of people enter those fields •  Josie True targets female, non- white 4th graders •  RAPUNSEL targets preteen girls •  Used VID methodology to understand and address gaps Understanding values exposes organic ways to achieve desired behavior.
  12. 12. Values in Conflict•  Stakeholders’ values may conflict with users’ values•  Identifying value conflicts is 1st step toward resolving them•  Good designs may not be adopted due to unresolved value conflicts•  If two values in conflict can’t be both addressed, one must often be privileged over the other Image from Corbis
  13. 13. Common Conflicts in UX•  Privacy vs. Security•  Automation vs. Autonomy•  Anonymity vs. Accountability
  14. 14. Iterative Tripartite VSD Methodology•  Stages •  Conceptual •  Empirical •  Technical •  (and around again…) •  Can be incorporated into existing methodology of Research/design/test•  Tools •  Envisioning Cards •  Stakeholders | Time | Values | Pervasiveness •  Grow-a-Game Cards •  Get un-stuck, find new approaches, find your motivation, define your audience
  15. 15. Activity Time! Image from Corbis
  16. 16. Let’s “e-Value-ate” Scrabble•  1) What values does Scrabble already encapsulate?•  2) What do these mean?•  3) Do we see any inherent value conflicts?•  Key pieces of game: •  2-4 individual players •  Draw letters from bag •  Keep tiles secret •  Go in turns around table •  Spell words, building off existing words on board •  Get points for values of letters plus bonuses •  Can “challenge” spelling or existence of a word •  Game ends 1st turn after first player goes out •  Most points wins
  17. 17. Let’s “re-Value-ate” Scrabble•  How can we change it to also/instead advocate: •  Community •  Physical well-beingKey pieces of game: • 2-4 individual players • Draw letters from bag • Keep tiles secret • Go in turns around table • Spell words, building off existing words on board • Get points for values of letters plus bonuses • Can “challenge” spelling or existence of a word • Game ends 1st turn after first player goes out • Most points wins
  18. 18. Now you try…•  Grab a partner or a few partners (extroverts, this is all you)•  Remember: •  1) Identify existing values in system or system type •  2) Consider what new values mean •  3) Identify (& resolve) any value conflicts •  4) Think up creative ways to integrate new values
  19. 19. Now you try…•  Grab a partner or a few partners (extroverts, this is all you)•  Remember: •  1) Identify existing values in system or system type •  2) Consider what new values mean •  3) Identify (& resolve) any value conflicts •  4) Think up creative ways to integrate new values How can we design components of: A mobile banking app
  20. 20. Now you try…•  Grab a partner or a few partners (extroverts, this is all you)•  Remember: •  1) Identify existing values in system or system type •  2) Consider what new values mean •  3) Identify (& resolve) any value conflicts •  4) Think up creative ways to integrate new values How can we design components of: A mobile banking app To consider: Democracy and Sustainability …this is a time-bound exercise
  21. 21. The Bottom Line: Values MatterFor Business:•  Values are a brand/product differentiator •  People consider their own values when making decisions (whether consciously or not) •  E.g. – green movement, organic movement, Made in USA•  Provides a clear path for your product strategy •  Helps avoid making decisions that will derail product focus and lose user base•  If values of product reconciled with values of employees, they are more invested in a successful outcome
  22. 22. The Bottom Line: Values MatterFor Designers:•  Understanding audiences on a deeper level •  Creates invested product champions •  Lowers barriers to adoption•  VSD can integrate into an existing process•  Provides a structured and strategic path for your design •  Helps avoid making decisions that will derail product focus•  Pushing to consider high-level values encourages creativity •  Break out of creative ruts, find new angles •  Think bigger -> Steward of humanity
  23. 23. Resources:http://www.envisioningcards.com/http://www.tiltfactor.org/http://www.vsdesign.org/http://depts.washington.edu/vsdesign/http://www.valuesatplay.org/http://www.nyu.edu/projects/valuesindesign/index.html Amanda Rotondo, PhD amanda@madpow.net

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